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Future Female Meetup: Visibility loves content 
Mobile growth demands 
more from content 
Lauri Lähteenmäki, Senior Consultant, KliKKi 
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
Mobile phones in Finland Mobile web daily usage 
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
BOOK MAINTENANCE 
OUR OFFICES 
LOSE REVENUE 
STAGNATION 
BUY THIS 
CAR NOW! 
NEW CARS 
USED CARS 
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com 
CARDEALER.COM 
NEW CARS USED CARS BRANDS MAINTENANCE 
BUY THIS 
CAR NOW! 
Lorem ipsum dolor sit amet, consectetur adipiscing elit. 
Vestibulum tincidunt mauris mauris, vitae sodales arcu 
egestas sed. Maecenas ac erat dictum, finibus neque 
consectetur, venenatis elit. Etiam rhoncus elit mattis, 
feugiat nunc eu, rhoncus 
Lorem ipsum dolor sit amet, 
consectetur adipiscing elit. 
Vestibulum tincidunt mauris 
mauris, vitae 
OFFER 
Lorem ipsum dolor sit amet, 
consectetur adipiscing elit. 
Vestibulum tincidunt mauris 
mauris, vitae 
OFFER 
Lorem ipsum dolor sit amet, 
consectetur adipiscing elit. 
Vestibulum tincidunt mauris 
mauris, 
OFFER 
OUR OFFICES 
BRANDS 
MAINTENANCE NEAR 
YOU 
PRICES 
MORE REVENUE
90% Of smartphone users 
research online 
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
Mobile searches – Finland 
CAREFUL FORECAST 
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com 
60,00 % 
50,00 % 
40,00 % 
30,00 % 
20,00 % 
10,00 % 
0,00 % 
Google mobile searches (Tablets not included) 
Asusteet Matkailu Ruoka Terveys Urheiluvälineet Ajoneuvot Kirjallisuus Koti ja puutarha
Mobile searches - Finland 
FORECAST 
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com 
70,00 % 
60,00 % 
50,00 % 
40,00 % 
30,00 % 
20,00 % 
10,00 % 
0,00 % 
Google mobile searches (Tablets not included) 
Asusteet Matkailu Ruoka Terveys Urheiluvälineet Ajoneuvot Kirjallisuus Koti ja puutarha
Do we have content for mobile demand? 
CURRENT 
CONTENT 
COMPETITOR 
CONTENT 
COMPETITOR-A.COM 
COMPETITOR-B.COM 
COMPETITOR-C.COM 
ASK AND TALK 
TO YOUR 
CUSTOMERS 
OFFER WHAT CUSTOMERS 
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com 
COMPANY 
INSIGHT 
WHAT WE THINK 
OUR CUSTOMERS 
WA N T 
WHAT WE 
HAVE NOW 
WHAT OTHERS 
TELL US
Do we have content for mobile demand? 
Competitor analysis 
Content and usage analysis 
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com 
Raw data 
CURRENT 
CONTENT 
COMPETITOR 
CONTENT 
ASK YOUR 
CUSTOMERS 
COMPANY 
INSIGHT 
Competetive edge and 
Content creation and structure investment 
Search behavior analysis 
What is target audience searching 
for? 
What are most common search 
terms? 
When are searches being made? 
Current and potential visibility 
Who are our competitors? 
Our mobile site vs competition 
Our mobile app vs competition 
Mobile products vs competition 
How is current content responding to 
search demand? 
Are we missing content? 
Site usage vs search demand 
What are mobile users buying? 
Service planning and priorities 
WHAT CUSTOMERS 
REALLY LOOK FOR
Results 
▪ Most searched content/categories 
▪ What are mobile users buying vs 
searching 
▪ What kind of content has to be 
created 
▪ What content needs to be optimized 
▪ How content needs to be prioritized 
for mobile vs desktop 
▪ What is needed to outperform 
competitors 
MAINTENANCE NEAR 
YOU 
BOOK MAINTENANCE 
OUR OFFICES 
PRICES 
MORE REVENUE 
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
Improving visibity 
Responsive website and 
content optimization for Google 
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
Visibility is a challenge in mobile SERP 
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com 
4 – 6 results 
4 – 6 results 
1 – 2 results
Improving mobile visibility via content optimization 
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com 
Locality 
Every fifth 
search is local. 
Markup 
Search 
experince is 
changing – 
stand out with 
structured 
data. 
Speed 
- Lose the 
heavy stuff or 
do it really well
Local search - How to be visible 
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com 
Keyword, City and Place 
in landing page title 
Name, Address, Phone 
number on page 
- Structured & visible 
Google Business page 
- Title 
- Category 
- Reviews 
Local citations i.e. Yelp 
Location keywords in 
content text 
Reviews 
- Quality 
- Amount 
- Frequency 
Social 
- Facebook, Twitter 
- Google+ authority 
Links to site
Markup – Stand out from Google results 
Recipies – help you 
stand out from the crowd 
Reviews – Visibility and 
trust, improved CTR 
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com 
Markup (structured 
data) 
Is website content with 
added standard data 
structure. Search 
engines use this 
structured data to i.e 
• improve rankings 
• Show improved 
search results (rich 
snippets) 
• connect otherwise 
hard to find content 
to relevat search 
terms. 
See http://schema.org 
Products – Display price 
in search results 
Events – Huge boost in 
visibility, events to search 
results
Markup – how to? (product) 
<script type="application/ld+json"> 
[ { 
"@context" : "http://schema.org", 
"@type" : "Product", 
"name" : "Samsung Galaxy S5", 
"image" : "https://kauppa3.dna.fi/static/orderitems/ 
samsung-galaxy-s5/ 
samsung_galaxy_s5_white_image1_1.png", 
"description" : "Nopeat yhteydet ja innovatiivinen design", 
"url" : "https://kauppa3.dna.fi/sopimus/?offering=1106", 
"brand" : { 
"@type" : "Brand", 
"name" : "Samsung" 
}, 
"offers" : { 
"@type" : "Offer", 
"price" : "16,63 €/kk" 
} 
} 
</script> 
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
Speed does not kill – priotize content with responsive site 
• Optimize images, minimize code and 
CSS 
• Avoid huge images / carousels 
• Avoid landing page redirects 
• Use content delivery networks (Global 
sites) 
• Priortize above the fold content 
*Crazyegg 8/2013 
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
Companies needs to react as mobile becomes primary device 
Know what kind of content and services your customers are looking for 
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com 
Takeaways 
• Website content needs to meet mobile customer demand 
• Website structure needs to support mobile user intrests 
• Analytics can only tell you how your current website performs 
• Ask your customers and benchmark competition 
Optimize content for mobile browser 
• Be local – create optimize content for local demand 
• Stand out – utilize structured data and markup for your content 
• Be fast – Google (and users too) – spare no effort in optimizing page load times
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com

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Mobile growth demands more from content - Future Female Seminar

  • 1. Future Female Meetup: Visibility loves content Mobile growth demands more from content Lauri Lähteenmäki, Senior Consultant, KliKKi (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
  • 2. Mobile phones in Finland Mobile web daily usage (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
  • 3. BOOK MAINTENANCE OUR OFFICES LOSE REVENUE STAGNATION BUY THIS CAR NOW! NEW CARS USED CARS (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com CARDEALER.COM NEW CARS USED CARS BRANDS MAINTENANCE BUY THIS CAR NOW! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum tincidunt mauris mauris, vitae sodales arcu egestas sed. Maecenas ac erat dictum, finibus neque consectetur, venenatis elit. Etiam rhoncus elit mattis, feugiat nunc eu, rhoncus Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum tincidunt mauris mauris, vitae OFFER Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum tincidunt mauris mauris, vitae OFFER Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum tincidunt mauris mauris, OFFER OUR OFFICES BRANDS MAINTENANCE NEAR YOU PRICES MORE REVENUE
  • 4. 90% Of smartphone users research online (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
  • 5. Mobile searches – Finland CAREFUL FORECAST (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com 60,00 % 50,00 % 40,00 % 30,00 % 20,00 % 10,00 % 0,00 % Google mobile searches (Tablets not included) Asusteet Matkailu Ruoka Terveys Urheiluvälineet Ajoneuvot Kirjallisuus Koti ja puutarha
  • 6. Mobile searches - Finland FORECAST (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com 70,00 % 60,00 % 50,00 % 40,00 % 30,00 % 20,00 % 10,00 % 0,00 % Google mobile searches (Tablets not included) Asusteet Matkailu Ruoka Terveys Urheiluvälineet Ajoneuvot Kirjallisuus Koti ja puutarha
  • 7. Do we have content for mobile demand? CURRENT CONTENT COMPETITOR CONTENT COMPETITOR-A.COM COMPETITOR-B.COM COMPETITOR-C.COM ASK AND TALK TO YOUR CUSTOMERS OFFER WHAT CUSTOMERS (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com COMPANY INSIGHT WHAT WE THINK OUR CUSTOMERS WA N T WHAT WE HAVE NOW WHAT OTHERS TELL US
  • 8. Do we have content for mobile demand? Competitor analysis Content and usage analysis (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com Raw data CURRENT CONTENT COMPETITOR CONTENT ASK YOUR CUSTOMERS COMPANY INSIGHT Competetive edge and Content creation and structure investment Search behavior analysis What is target audience searching for? What are most common search terms? When are searches being made? Current and potential visibility Who are our competitors? Our mobile site vs competition Our mobile app vs competition Mobile products vs competition How is current content responding to search demand? Are we missing content? Site usage vs search demand What are mobile users buying? Service planning and priorities WHAT CUSTOMERS REALLY LOOK FOR
  • 9. Results ▪ Most searched content/categories ▪ What are mobile users buying vs searching ▪ What kind of content has to be created ▪ What content needs to be optimized ▪ How content needs to be prioritized for mobile vs desktop ▪ What is needed to outperform competitors MAINTENANCE NEAR YOU BOOK MAINTENANCE OUR OFFICES PRICES MORE REVENUE (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
  • 10. Improving visibity Responsive website and content optimization for Google (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
  • 11. Visibility is a challenge in mobile SERP (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com 4 – 6 results 4 – 6 results 1 – 2 results
  • 12. Improving mobile visibility via content optimization (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com Locality Every fifth search is local. Markup Search experince is changing – stand out with structured data. Speed - Lose the heavy stuff or do it really well
  • 13. Local search - How to be visible (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com Keyword, City and Place in landing page title Name, Address, Phone number on page - Structured & visible Google Business page - Title - Category - Reviews Local citations i.e. Yelp Location keywords in content text Reviews - Quality - Amount - Frequency Social - Facebook, Twitter - Google+ authority Links to site
  • 14. Markup – Stand out from Google results Recipies – help you stand out from the crowd Reviews – Visibility and trust, improved CTR (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com Markup (structured data) Is website content with added standard data structure. Search engines use this structured data to i.e • improve rankings • Show improved search results (rich snippets) • connect otherwise hard to find content to relevat search terms. See http://schema.org Products – Display price in search results Events – Huge boost in visibility, events to search results
  • 15. Markup – how to? (product) <script type="application/ld+json"> [ { "@context" : "http://schema.org", "@type" : "Product", "name" : "Samsung Galaxy S5", "image" : "https://kauppa3.dna.fi/static/orderitems/ samsung-galaxy-s5/ samsung_galaxy_s5_white_image1_1.png", "description" : "Nopeat yhteydet ja innovatiivinen design", "url" : "https://kauppa3.dna.fi/sopimus/?offering=1106", "brand" : { "@type" : "Brand", "name" : "Samsung" }, "offers" : { "@type" : "Offer", "price" : "16,63 €/kk" } } </script> (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
  • 16. Speed does not kill – priotize content with responsive site • Optimize images, minimize code and CSS • Avoid huge images / carousels • Avoid landing page redirects • Use content delivery networks (Global sites) • Priortize above the fold content *Crazyegg 8/2013 (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
  • 17. Companies needs to react as mobile becomes primary device Know what kind of content and services your customers are looking for (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com Takeaways • Website content needs to meet mobile customer demand • Website structure needs to support mobile user intrests • Analytics can only tell you how your current website performs • Ask your customers and benchmark competition Optimize content for mobile browser • Be local – create optimize content for local demand • Stand out – utilize structured data and markup for your content • Be fast – Google (and users too) – spare no effort in optimizing page load times
  • 18. (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com